“A Study Of Consumer Behavior Towards Green Cosmetics In Ahmedabad”

Abstract

Indian economy is growing rapidly with the increase in consumption of products across the nation. Due to „Make in India‟ and increase of consumer demands we are facing challenges to maintain our natural environment protected while fulfilling consumer needs. In the last few decades many researchers have observed a major change in the consumer behavior towards choosing products on the basis of size, color, flavor to other important features like environment and health. The main reason is threat to climate change. This paper primarily focuses on understanding the variables like economic stratification with respect to consumer buying green cosmetic products. Green marketing plays an important role in reducing the impact of climate change. One of the main aims of cosmetic industry is consumer satisfaction and with increase in the health and environment awareness among the consumers they have started taking interest in the green products. This research aims to study the potential of green marketing in the cosmetic industry which remains in demand from new born to nonagenarians. As this industry produces wide range of products which guarantees beauty and youth.

In this study, sample of 104 respondents have been collected from the city of Ahmedabad, Gujarat by questionnaire method and Excel has been used for analyzing the data and from the study, it can be concluded that majority of respondents have started taking interest in Green Cosmetic products but the loyalty of cosmetic brands with respect to male and female respondents did not have a direct relation.